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Email workflows are essential for any ecommerce business. Find out how to get started.
Email marketing consistently produces the best ROI for marketing spend,
with Campaign Monitor reporting that businesses get $38 for every $1 spent
The key to making email marketing work for you is leveraging the channel to
send messages that encourage revenue-driving behaviours. When you’re
starting out, you can reply in person to customers to thank them, to request
reviews, or to send discounts.
However, as your business grows, you want to automate those conversations,
via email automation workflows. Email workflows are a series of emails that are triggered based on a subscriber’s data or behaviors. These emails are sent out automatically when someone triggers the campaign.
Because most people aren’t ready to buy immediately, using automated
email workflows to nurture them is a great way to build the trust necessary
for them to take the purchasing leap.
Easy-to-use tools like Mailchimp that integrate with most ecommerce platforms including Shopify, Wix and WooCommerce,, provided automation services to customers. Depending on your plan, you can build in more complex triggers and functionality.
Platforms like HubSpot, Marketo, Wishpond and lots moree built their business on marketing automation, and generally offer a broader set of capabilities.
When creating your email automation workflow, you need to sketch the journey that your customer will take, and that starts by defining the trigger that initiates the campaign, and then further triggers such as:
The cost of acquiring customers through email marketing is minimal, meaning your cost per acquisition is low and return on investment is high. Every ecommerce business should have an email workflow nurturing leads. If you need more guidance on the matter, we've put together a comprehensive ebook with email templates, free for you to download. Just click here.
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